Market Highlights
- Global smartphone sales grew 3% YoY in Q1 2025. The OS share remained largely flat at the global level, while the regions remained dynamic.
- The global share of Android continued to decline gradually, reaching the lowest March quarter value since 2018. The decline can be attributed to growing sales of iPhones across key regions like India, Japan and MEA. The growth of key OEMs like Xiaomi, vivo and Motorola limited the OS share decline.
- iOS' share remained flat globally as Japan alone offset the decline faced by Apple across its key premium regions – China, Europe and South Korea. The OS share declined the highest in China owing to growing competition and government subsidy benefitting local OEMs.
- Harmony OS reached a 5% global share and 19% in China. Despite limited regional presence, Huawei continued to outpace the competition, leading China's smartphone market for the second consecutive quarter. Government subsidies further aided the OEM in accelerating its sales momentum for the quarter.
| Global Share | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
|---|---|---|---|---|---|---|---|---|
| Android | 81% | 81% | 74% | 77% | 80% | 80% | 74% | 76% |
| iOS | 17% | 16% | 23% | 19% | 16% | 16% | 22% | 19% |
| Harmony | 2% | 3% | 3% | 4% | 4% | 4% | 4% | 5% |
| Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
Market Outlook – Smartphone Shipment and ASP Forecast by OEM Region, February 2025
Detailed Forecast by Region, Brand, and 5G/Non-5G Trends through 2028.
iOS vs Android Quarterly Market Share for USA, China and India
US Market
| USA Share | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
|---|---|---|---|---|---|---|---|---|
| iOS | 52% | 55% | 64% | 54% | 50% | 52% | 65% | 55% |
| Android | 48% | 45% | 36% | 46% | 50% | 48% | 35% | 45% |
| Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
China Market
| China Share | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
|---|---|---|---|---|---|---|---|---|
| Android | 72% | 73% | 64% | 68% | 68% | 69% | 64% | 67% |
| Harmony | 11% | 13% | 16% | 17% | 17% | 17% | 19% | 19% |
| iOS | 17% | 14% | 20% | 16% | 16% | 14% | 17% | 14% |
| Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
India Market
| India Share | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
|---|---|---|---|---|---|---|---|---|
| Android | 95% | 94% | 90% | 94% | 95% | 95% | 89% | 92% |
| iOS | 5% | 6% | 10% | 6% | 5% | 5% | 11% | 8% |
| Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
Global Handset Model Sales Tracker, January 2024 – March 2025
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Author
Team Counterpoint
Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.
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